What a classic example of monetizing and extending a brand. The band continues to rake in money and get exposure because it’s smartly using Grateful Dead promotional products showcasing their logo.

It has a pre-established, loyal audience (hello, Deadheads!), and they’re happy to wear, carry and display promotional products that bear the Grateful Dead name. As a result, the Grateful Dead brand gets continued visibility and growth. That’s some serious promo know-how.

Promo know-how tip: If your company has a dedicated fan base, put your brand to work by selling your audience promotional products.